The success of every company hinges on its ability to attract and retain talent. One strategy that has become increasingly popular in the last few years is employee branding. But what is employee branding, and how can you build an employee branding strategy that reinforces your organization’s values and mission? This article will answer those exact questions, and provide real-world employee branding examples from brands you know and love.
Employee branding vs employer branding
At first glance, it’s easy to conflate the terms “employee branding” and “employer branding,” but they aren’t actually the same. Employee branding reinforces the role of individual employees as brand advocates, whereas employer branding focuses on the overall perception of a company as an employer.
Employee branding involves empowering employees to become brand ambassadors who embody an organization’s values, culture, and mission both internally and externally. In essence, employee branding leverages the collective power of an organization's employees to enhance its brand and reputation.
Employer branding, on the other hand, encompasses the strategies and initiatives aimed at shaping how the organization is perceived by current and prospective employees. Employer branding efforts typically revolve around highlighting the company's unique selling points, such as its company culture, benefits, career development opportunities, and work environment, to attract and retain top talent.
With the distinction between employee branding and employer branding out of the way, let’s jump into 5 tips for building a winning employee branding strategy.
1. Encourage a positive company culture
A positive company culture is the cornerstone of so many initiatives, employee branding included. Employees are much more likely to be enthusiastic brand advocates when they feel connected to their workplace and believe in its values and mission. Cultivating a positive culture requires open communication, transparency, and inclusivity. By creating a supportive and engaging work environment, you'll empower employees to promote your brand authentically.
2. Invest in employee development
This is the best way to take your company culture to the next level. Provide training and development opportunities that align with employees' career aspirations as well as the company's strategic objectives. Offer mentorship programs, skill-building workshops, and tuition reimbursement to support continuous learning and growth. When employees feel supported in their professional development, they are more likely to feel valued and strengthen employee branding efforts in the process.
3. Reward employee contributions
Recognition plays an important role in fostering a culture of appreciation. Implement a formal recognition program that acknowledges employees' contributions through peer-to-peer recognition, manager approval, or other incentives. Recognize achievements both big and small, and make sure recognition is timely, specific, and sincere. By demonstrating appreciation for employees' hard work and dedication, you'll strengthen their connection to the company and enhance their willingness to advocate for the brand.
4. Encourage employee advocacy
Once you’ve laid the groundwork through positive company culture and engaged team members, employee advocacy is an effective way to amplify your brand's reach and impact. We share how to build an effective employee advocacy program in this article, but the five primary steps are:
- Encouraging employees to share their experiences and insights on social media, message boards, and events.
- Provide training and support to help employees develop an effective personal brand statement.
- Providing training and resources to help employees effectively communicate the company's values, mission, and products.
- Creating a culture of social sharing by highlighting employee success stories, sharing relevant content, and recognizing employees who actively participate in advocacy efforts.
- Providing easy to access messaging and assets that employees can use and adapt to make sharing easy and replicable.
- Offering incentives like gift cards or company swag for those who reliably help promote product launches or other company initiatives.
5. Solicit and act on employee feedback
Employee feedback is one of the most valuable ways to evolve and improve your employee branding strategy. Regularly solicit feedback through surveys, focus groups, and one-on-one discussions to understand employees' perceptions, concerns, and preferences. Actively listen to their input and then take action to make improvements. By demonstrating a commitment to listening and acting on employee feedback, you'll show that their voices are valued and that the company is dedicated to creating a positive and fulfilling work environment.
Real world employee branding examples
1. Google has long been known for its employee-centric culture, where innovation is encouraged and creativity thrives. The company empowers its employees to contribute to various projects, which creates a sense of ownership and pride. Google's employees are widely recognized as brand ambassadors who embody the company's values of innovation, collaboration, and inclusivity, both within the organization and in the community.
2. Zappos is celebrated for its strong employee-centric culture and commitment to customer service. The company places a significant emphasis on employee well-being and engagement, offering unique perks such as paid time for community service and opportunities for personal and professional growth. Zappos employees are known for their enthusiasm and dedication to delivering exceptional customer experiences, making them integral to the brand's success.
3. Salesforce prioritizes employee empowerment and diversity. The company's Ohana culture emphasizes inclusivity, trust, and giving back to the community. Salesforce encourages employees to volunteer and participate in philanthropic initiatives, strengthening their connection to the company's values and mission. As a result, Salesforce has cultivated a passionate workforce of brand advocates who are committed to making a positive impact, both internally and externally.
Given adequate prioritization, employee branding can pay dividends for attracting and retaining talent, increasing brand awareness, and generating meaningful engagement around company priorities and campaigns. Capitalizing on its potential, however, requires a multifaceted strategy that includes building a positive culture, investing in employee development, recognizing contributions, encouraging advocacy, and soliciting feedback.
By prioritizing these objectives, you'll not only enhance your company's reputation but also empower employees to become sincere advocates for your brand.
